Samsung’s Moohan XR headset could launch in October, undercutting Apple Vision Pro with a lower price

Samsung looks ready to reignite the battle for dominance in the extended reality market, with reports from South Korea suggesting the company will unveil its long-anticipated Project Moohan headset next month. If confirmed, the launch could place Samsung in direct competition with Apple’s Vision Pro, and crucially, at a lower price point.

According to ETNews, Samsung’s Mobile Experience division is preparing to showcase Moohan—named after the Korean word for “infinite”—during an online event on 21 October, which would fall in the morning of 22 October in Korea. The reveal is expected to include specifications, pricing, and the opening of pre-orders, setting the stage for one of the most significant head-to-heads in the XR space to date.

This timeline marks a shift from earlier reports. Newsworks had claimed Samsung would debut the device on 29 September, with Korean sales beginning on 13 October. However, the schedule appears to have been adjusted to align with marketing considerations and last-minute quality checks.

Pricing is where Samsung seems poised to make its boldest move. Sources suggest Moohan will retail between ₩2.5 and ₩4 million won (roughly $1,800 to $2,900). That range places it comfortably below Apple’s Vision Pro, which entered the market at $3,500. For cost-conscious early adopters, Samsung’s pricing strategy may prove decisive.

Beyond the numbers, Moohan has another powerful selling point: it will be the first XR headset powered by Google’s new Android XR operating system. That distinction positions Moohan as the natural counterpoint to Apple’s VisionOS, which extends access to most iOS apps while also supporting bespoke Vision Pro content. In contrast, Android XR unlocks the vast ecosystem of Android apps without the laborious porting process that Meta’s Horizon OS demands from developers.

This advantage could be transformative. Not only will Moohan offer smartphone apps in XR, but it is also tipped to support native PC VR game streaming—potentially rivalling Meta’s Quest series in versatility. Combined with Google’s multimodal AI integration, users will reportedly control Moohan using voice, hand, and eye-tracking. Although long-promised first-party motion controllers remain absent from confirmed details, the blend of AI and tracking inputs could provide a compelling user experience.

Speculation about Moohan’s hardware has been building for months. Leaks point to micro-OLED panels manufactured by Samsung Display, with an astonishing pixel density of 3,800 ppi. Under the hood, Qualcomm’s Snapdragon XR2+ Gen 2 chipset will drive the device, paired with 16GB of RAM. These components suggest Moohan could deliver both clarity and performance that match or exceed rival devices.

Despite the fanfare, Samsung’s ambitions may be deliberately measured. Industry insiders claim the company is initially planning a shipment of around 100,000 units. This cautious approach indicates Samsung is prioritising quality and demand testing over a mass-market rollout, at least in the early stages. Future production will likely be scaled in line with consumer response.

For Samsung, the Moohan launch represents both risk and opportunity. By entering the XR market with Android XR at its core, the company places itself at the heart of Google’s vision for immersive computing, while simultaneously challenging Apple’s luxury-focused Vision Pro. If the pricing rumours prove true, Samsung will offer a premium mixed reality device at hundreds of dollars less than Apple’s flagship.

The stage is now set for a battle between ecosystems as much as hardware. Apple is betting on VisionOS and its tight integration with iOS, while Samsung and Google are pushing Android XR and its sprawling app universe. With consumers eager for affordable yet powerful headsets, October could mark the beginning of a new phase in the XR wars—one that could reshape the landscape for years to come.